After months of testing and testing dozens of modifications to its original burger, McDonald’s is now unveiling an enormous change that customers will notice – the scale.
In a Tuesday call with analysts, Ian Borden, McDonald’s chief financial officer, said announced that the chain will test a bigger burger in select markets this 12 months.
“As we look to further expand our leadership in beef, our team of chefs from around the world created a larger, more satisfying burger,” says Borden said through the call. “We will be testing this burger in a few markets later this year to ensure it is universally popular before rolling it out across the world.”
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This is not surprising news for McDonald’s, Borden said indicated At the UBS Global Consumer and Retail Conference last month, he said there was a “significant” opportunity to create a bigger offering, noting the chain had tried to accomplish that up to now.
In the mid-90s, McDonald’s tried to create “premium” burgers with different toppings and offerings (e.g. the Arch Deluxefor instance) relatively than simply making a bigger patty.
“We tried to take advantage of this opportunity for several years because we thought this opportunity was about premium burgers,” Borden says said last month. “We weren’t successful.”
It took an extended time for the chain to give you a large growth plan December This included making a new edition of its burgers with an estimated 50 modifications. The changes were first tested in Australia and choose West Coast and Midwest markets in 2023.
Other changes included replacing the Big Mac’s sesame seed bun with “butter brioche” and adding more of the favored “special sauce” to every burger.
MC Donalds reported positively First-quarter 2024 results were announced Tuesday, a quarterly increase in global comparable sales growth of two%, marking the chain’s thirteenth consecutive quarter of comparable sales growth.
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“As consumers become more discerning with every dollar they spend, we will continue to earn their visits by providing premium, reliable, everyday quality and outstanding execution in our restaurants,” said CEO Chris Kempczinski.
MC Donalds was down just over 8% (as of Tuesday afternoon).
